For the latest anniversarising of the Versace fragrance collection, Aspects Beauty have worked closely with brand owners Euroitalia to create a new marketing initiative for the UK market called A Crystal For Every Woman

Aspects Beauty Creative Director Fabien Ho says, "The concept has been driven by the need to create clear differentiation for the UK customer between the three Crystal fragrances by signposting the personalities of each fragrance: Pure & Radiant for Yellow Diamond, Sensual & Confident for Crystal Noir, Feminine & Romantic for Bright Crystal". The new advertising imagery was created under the artistic direction of Giovanni Caster and Donatella Versace which reflect the gem stones from which they are inspired. The concept has been reproduced for in-store promotional use including Table clads, POS, promotional stocker & banners, and has been used as brand guidelines for the international market

Alongside a print media campaign for the Crystal collection running throughout May in weekly titles such as Look, ES Magazine, OK, Grazia and Stylist, this initiative combined with the GWP shopper has resulted in driving retail throughout May with an uplift in sales for the brand and the retail group as a whole. This strategy demonstrates that fragrance retail growth need not rely on NPD when consumers respond to localised marketing initiatives which remain on-brand and relevant to the consumer profile